Pengaruh Inovasi, Pengambilan Risiko, Reaksi Proaktif Terhadap Kapabilitas Pemasaran Ukm Kuliner Di Kecamatan Lowokwaru Malang

Abstract This study aims to determine the factors that can increase marketing capabilities through the variables of innovation, risk-taking, and proactive reactions in culinary UKM Lowokwaru Malang City. The population of this research is the Culinary UKM Lowokwaru Malang City. While the sample is some culinary SMEs in the Lowokwaru district of Malang which are registered in the Malang City Cooperative and UKM Office and following the criteria determined by the researcher. The sampling technique using a purposive sample method. The research sample was 48 questionnaires. This data was obtained from the culinary UKM manager of Lowokwaru district of Malang. Data analysis was performed using multiple linear regression methods with SPSS 25.0 for Windows. The results of this study indicate that (1) Innovation has no effect on the marketing capabilities of culinary UKM in the Lowokwaru district of Malang (2) Risk-taking has a significant and positive influence on the marketing capabilities of culinary UKM in the Lowokwaru district in Malang City (3) Proactive reactions have no effect on the marketing capabilities of UKM culinary district of Lowokwaru in Malang City. Keywords: innovation, risk taking, proactive reaction, marketing capabilit